Local Brand: Shandong Textile Builds "Top 10" Status With Strong Action

Shandong is a big textile province and one of the important bases of China's textile industry. As an important livelihood industry and trillion level key pillar industry in Shandong Province, Shandong textile industry has the advantages of huge volume, solid foundation, complete chain and complete elements. In March this year, the Shandong provincial Party committee and the provincial government listed the modern light industry and textile industry as one of the "top ten" industries for the transformation of new and old kinetic energy, so as to promote the construction of modern light industry and textile industry system.

As one of the "2022 textile and clothing" series activities of "optimizing supply and promoting upgrading", 2022 China · Jinan 10th Luokou clothing culture and Art Festival and modern light industry and textile "three products" consumption season series activities, through the promotion of characteristic products, expand textile and clothing consumption, to a certain extent, become a powerful driving force for the transformation of old and new energy of Shandong textile industry, And become an important "window" to show the economic development of Jinan, even Shandong Province.

When the "conversion of new and old kinetic energy" meets "optimizing supply to promote upgrading"

Textile industry is a traditional advantageous industry in Shandong Province, with strong foundation, complete industrial chain, complete innovation system, and obvious cluster effect. In terms of high-end equipment, intelligent manufacturing, industrial textiles, research and development of new fiber materials, Shandong is at the leading level in China and even in the world, It plays an important role in the national industry and economic and social development of the whole province.

In 2022, the Shandong provincial Party committee and the provincial government issued the 2022 action plan for modern light industry and textile industry (hereinafter referred to as the action plan), and listed the modern light industry and textile industry as one of the "top ten" industries in the transformation of new and old kinetic energy. According to the action plan, six key tasks will be carried out in the modern light industry and textile industry, including the optimization and upgrading of industrial chain supply chain, the acceleration of scientific and technological research and development innovation, the intelligent green transformation action, the action of stabilizing the market and expanding consumption, the upgrading of industrial clusters, and the action of strengthening enterprises with talents. Among them, in view of "carrying out the action of stabilizing the market and expanding consumption", the action plan proposes to take demand as the guidance, continuously promote the supply side structural reform, improve the quality of products and services supply, and better meet the consumer demand of the people. It is necessary to further promote the "three products" strategy, improve the level of domestic and foreign trade, and promote the "production, supply and marketing" to touch the net.

In the 2022 textile and clothing "optimizing supply to promote upgrading", it is also proposed to carry out characteristic product promotion activities to expand textile and clothing consumption. By holding a shopping festival and a series of promotion activities of "Guochao cotton products", the consumption of cotton textiles and clothing will be expanded; Promote innovative textile and clothing products, cultivate new consumer hot spots; Support the innovation and development of natural fiber textiles such as wool and cashmere, and enhance the consumption attraction of products.

As a major textile Province, Shandong has various professional circulation markets represented by Jimo International Trade City, Jinan Luokou clothing city, Weifang Xinghe international light and textile city and Linyi Huafeng clothing city. After years of development, the awareness of brand building and marketing ability of these markets have been greatly improved. It is believed that in the future, driven by the action plan and the activity of "optimizing supply to promote upgrading", Shandong will surely become a powerful driving force for the transformation of new and old kinetic energy in terms of stabilizing the market and expanding consumption.

To stabilize the market to enable consumption upgrading

2022 is really a tough year for the textile industry. Affected by the complex and severe macro situation at home and abroad and multiple factors beyond expectations, the pressure on both ends of supply and demand of China's textile industry is superimposed, and the economic operation is slowing down, and the problem of insufficient orders of enterprises has always been prominent. As a major textile Province, Shandong textile and garment industry has been impacted to varying degrees by the phenomenon of insufficient orders at home and abroad, enterprises' insufficient operation and operating difficulties, to a certain extent, affect the healthy development of enterprises, and the overall situation is not optimistic.

Zhang Chunhua, Secretary General of Shandong textile and garment industry association, said that affected by the epidemic, all cities and cities in Shandong Province were under different degrees of control this year. The upstream wholesale markets at all levels were closed down and closed down. The downstream entity sales were restricted and the circulation channels were blocked. Take Luokou clothing city, the largest clothing distribution center in Shandong Province, as an example. Its sales in March and April showed a cliff like decline, with a serious decline in transaction amount, which was irreversibly affected in spring and summer.

Under such circumstances, the Ministry of industry and information technology, especially in the textile and garment industry, vigorously promoted the activity of "optimizing supply and promoting upgrading", and continuously strengthened the institutional guarantee, which greatly boosted the determination and confidence of the textile and garment industry in the province to develop with high quality, such as a wisp of spring breeze, bringing new hope for the development of the industry.

Zhang Chunhua said that with the relief of the local epidemic situation, Shandong textile and garment industry association has helped Luokou garment city to actively implement and deploy the activity requirements of the Ministry of industry and information technology of "optimizing supply and promoting upgrading" in various forms, and jointly carried out the "three products" consumption season activity of modern light industry and textile "new light textile life". In particular, after the launch of the landmark activity of "Oriental Aesthetics Qilu Huachang" by the Department of industry and information technology of Shandong Province, Luokou clothing city has actively promoted high-quality textile and clothing into tens of thousands of homes, optimized and upgraded the whole process of consumption service, continuously met the multi-level, personalized and high-quality consumer demand of consumers, and wholeheartedly improved the quality of a better life, In response to the public's new expectations for a better life with new consumption, we will focus on creating a fashionable Shandong with outstanding brand, bright image and vigor.

As one of the organizers of Luokou fashion culture and Art Festival, the circulation branch of China Textile Industry Federation has made a detailed plan for the activity around "optimizing supply to promote upgrading". Xu Jianhua, vice president of circulation branch of China Textile Industry Federation, introduced that the Luokou clothing culture and Art Festival will present high-quality brands, characteristic regional brands and innovative products of Shandong light industry and textile industry in multi-channel and multi-form, and give consumers greater price discount, improve service level, so as to mobilize more consumers' shopping enthusiasm and meet the needs of consumers at different levels Personalized, high-quality consumer demand, with new consumption to respond to the public's new expectations for a better life.

During the Luokou culture and Art Festival, the activities of "new textile enjoying life" and modern light industry and textile "three products" consumption season were carried out at the same time, which brought different degrees of effect to both merchants and consumers. Cheng JianZheng, deputy general manager of Jinan Luokou Garment Co., Ltd., introduced that the activity carried out activities such as huge commodity sales and cultural program interaction, presenting a "splendid and enjoyable" clothing culture feast for the vast number of consumers, and the collective discount promotion of 5000 merchants made the price more affordable and truly benefit the consumers.

Zhang Defa, who is in charge of the "Tambor" brand of Luokou clothing city in Jinan, has been engaged in the clothing business for 30 years. He participates in the Luokou culture and art festival every year, and has a deep feeling for the new changes of this year's activities. "Tambor down jacket series products have always been the mainstream brand of Shandong down jacket collection center in Luokou clothing city. During the art festival, the sales increased year by year. Although affected by the epidemic situation this year, Tambor still created the best sales of the year. This year's retail sales are expected to exceed 50 million yuan."

Liu Shuai, head of the brand "Mingsheng HENGSHUAI men's wear" of Luokou clothing city in Jinan, also said that the scale and popularity of this year's activities were significantly greater than those in previous years.

Seize the opportunity of digitalization and create greater value

2022 textile and clothing "optimizing supply and promoting upgrading" activity has built a service exchange platform for the industry, provided services for enterprises to find the right direction, make good use of policies and gather resources, and enhance the confidence of the whole industry development.

As for how to further enhance the value of "optimizing supply and promoting upgrading" in the future, Xu Jianhua suggested from the perspective of circulation field that the current digital technology has spawned new consumption formats and new models, and brought new challenges to the circulation field. In the future, we should seize the opportunities of digital and intelligent transformation, rely on information technology to promote the digital, information and intelligent transformation of the market, To meet the diversified, personalized and customized consumption needs of consumers, promote the optimization and upgrading of consumption structure, enable industrial production links, and provide strong support for consumption upgrading. In the process of expanding domestic demand and stabilizing the economic market, we should give full play to the role of circulation in guiding production and promoting consumption, constantly break through the blocking points, breakpoints and pain points in the circulation field, increase the sales of brand goods and high-quality goods, drive more online platforms, offline commercial and service enterprises to participate in it, and build an omni channel business platform through digital empowerment, Promote the integration of online and offline development, from emphasizing the commercial value and industrial value, and further extending to better play the social value.

Zhang Chunhua also said that in the future, the association will actively play its role as a platform, encourage textile and garment enterprises, industrial clusters, scientific research institutions and colleges and universities to participate, guide the upstream and downstream enterprises of Shandong textile and garment industry chain to open data, and promote the evolution of industrial chain and supply chain to industrial network and supply network, Actively enabling the development of the whole industry. The association strengthens mutual trust and exchange, openness and sharing with enterprises and colleges, and is committed to building a community of common destiny and interests for the development of textile and garment industry in Shandong Province.